A new UK research study reveals an unsettling truth: most consumers have no idea what a “dark kitchen” is—even though it may be making their favorite meals. With less than a quarter of respondents able to identify the term, and just 9.1% knowingly having ordered from one, there’s a growing transparency gap in the booming delivery food sector. While ghost kitchens power a multi-billion-dollar industry, driven by reward-seeking and convenience-loving consumers, ethical and safety questions loom large in the background. What happens when convenience eclipses curiosity—and how can the invisible kitchen earn back trust?

Trend Snapshot / Factbox

Aspect	Details
Trend name and brief definition	Ghost Kitchens (aka Dark Kitchens): delivery-only food operations without dine-in or storefront presence
Main ingredients or key components	Centralized kitchen spaces, online-only brands, third-party delivery apps
Current distribution (where can you find this trend now?)	Global urban centers; major in US, UK, India, Southeast Asia
Well-known restaurants or products currently embodying this trend	MrBeast Burger, Reef Kitchens, Franklin Junction
Relevant hashtags and social media presence	#ghostkitchen #darkkitchen #fooddelivery #virtualrestaurant
Target demographics (who mainly consumes this trend?)	Gen Z, Millennials, remote workers, late-night eaters
“Wow factor” or special feature of the trend	Invisible operations with multi-brand delivery from one kitchen location
Trend phase (emerging, peak, declining)	Peak (but maturing under scrutiny)

The Invisible Kitchen Next Door

Ghost kitchens sound like something out of a sci-fi thriller, but for many people, they’re already part of everyday life. These delivery-only operations emerged as a fast, scalable solution to meet the rising demand for food delivery—particularly during COVID-19. Yet despite their growing presence in urban foodscapes, they remain largely unknown to consumers. A 2025 study from Sheffield Hallam University found that only 24.7% of UK consumers could identify the term “dark kitchen,” and just 9.1% reported knowingly ordering from one.

That lack of awareness is significant. As the ghost kitchen industry projects a market value of $177.8 billion by 2032, the disconnect between public familiarity and industry growth raises red flags. These operations are not only cooking food but reshaping how, where, and by whom our meals are made. And yet, the cloak of invisibility remains firmly in place.

Food as a Reward, Not a Responsibility

Why do consumers order takeaway? The Sheffield Hallam study found that 79.3% see it as a form of reward, and 58.2% cite convenience as the primary motivator. These emotional and practical drivers dominate decision-making, pushing concerns like sustainability, sourcing, and labor practices far down the list. The ethical implications of food production are often bypassed when customers scroll through apps in search of comfort and speed.

This reward-based mindset isn’t inherently problematic, but it does create an environment where opaque systems thrive. If the goal is a quick dopamine hit in the form of crispy fries or spicy noodles, who cares if it came from a nondescript warehouse in an industrial zone? This consumer apathy plays directly into the hands of ghost kitchen models that prioritize efficiency and volume over narrative and transparency.

What’s in a Name? Everything.

In the world of online ordering, names and logos often carry more weight than real-life locations. Ghost kitchens frequently operate under multiple virtual brands, each with distinct themes, menus, and branding—all from the same kitchen. For consumers, it can feel like choosing between five different local restaurants, when in fact they’re ordering from a single unit making meals behind the same set of doors.

This branding sleight of hand isn’t just a marketing trick; it’s a fundamental business model. Platforms like Uber Eats and Deliveroo are designed to showcase variety and local flavor, even if those impressions are constructed illusions. For many customers, the realization that their gourmet ramen or Nashville hot chicken sandwich came from the same source as their late-night tacos feels disorienting, if not deceitful.

When Ethics Knock on the Kitchen Door

Beyond branding, ghost kitchens present challenges in areas that affect urban living and food ethics. Clusters of dark kitchens can create logistical bottlenecks, increase noise pollution, and put strain on delivery infrastructures. Moreover, these kitchens often operate with minimal oversight. Food safety inspections, worker protections, and hygiene standards may fall through the cracks when a kitchen isn’t tied to a recognizable restaurant brand or public-facing space.

The lack of accountability becomes even more urgent when you consider how few consumers know where their food is coming from. This knowledge gap reduces pressure on companies to uphold standards. But the tide is turning. In cities like New York and London, public outcry and regulatory scrutiny are prompting tighter rules. And food delivery platforms are beginning to field more questions about origin, cleanliness, and ethical labor practices.

How to Win the Trust of a Ghost-Aware Customer

Some operators are leaning into transparency as a competitive advantage. From publishing sourcing information to showcasing staff and chefs behind the scenes, these brands aim to humanize the ghost kitchen experience. Storytelling, once the domain of farm-to-table restaurants and chef-driven concepts, is now entering the digital delivery arena.

A notable evolution is happening at the high end of the spectrum. As detailed in Michelin To Go: When Fine Dining Enters the Ghost Kitchen Game, even prestige chefs are finding ways to bring their cuisine to home diners via well-regulated ghost kitchen setups. These efforts don’t just provide good food—they help restore trust in a model that often lacks it.

For ghost kitchens to succeed long-term, they must address more than just convenience. As consumers become more informed, visibility and values will define loyalty. The question is no longer whether the food is fast and hot—but whether we know, or care, where it came from.

Curious how climate change might soon reshape what’s even possible to cook at home? Don’t miss our deep dive on Food x Climate: Winners and Losers on a Heating Planet.